Executive Summary

Content marketing tops the list of marketer priorities, a new reality driven by emerging digital formats that increase customer engagement. For brands, becoming a “publisher” of compelling content is a strategic decision that factors in what content captures the most attention and what channels are proving most effective in amplifying content.

How important is content in digital marketing campaigns?

Content marketing leads most marketer surveys when they are asked to prioritize budget items. What was once a line item aimed mostly at the production of content has evolved to include substantial budget for content amplification and discovery.

Whatformatsare instrumental incontentmarketing plans?

Top performing assets for content marketers include video, blogs and sponsored content delivered through native ad formats. Emerging formats like podcasts and influence posts—ideal for smartphone engagement—have expanded the array of options for brands.

What channels are particularly effective for discovery of brandedcontent?

The usual suspects reign supreme when ranking the go-to channels for content housing and paid promotion—YouTube and Instagram. Finding the right blend of paid vs. earned media reach depends on the demographic vagaries of audiences and marketer objectives for the content.

WHAT’S IN THIS REPORT? This report quantifies the impact of digital content on brand campaigns in Canada, while highlighting the top formats and channels for content and its distribution.